UMS Renegade: Building a Brand of Cutting-Edge Performances
Description:
This case profiles the University Musical Society (UMS), a performing arts presenter based at the University of Michigan, Ann Arbor. Throughout its history, UMS has programmed uncommon and contemporary works of many kinds. In 2011, these efforts took a significant step forward with the launch
of Renegade, performances that feature provocative artistic works. The case traces the development of Renegade, detailing its genesis, programming process, and marketing tactics.
Date:
2016
Creator:
Laprade, Eric, 1986-
Item Type:
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